Responsible for SAZÓN®’s strategy in Brazil and the brand’s presence on Big Brother Brazil, the agency will now handle eight new areas of the company’s business

Ajinomoto do Brasil, a leader in amino acids and owner of brands such as SAZÓN®, MID®, and VONO®, is expanding its partnership with Dentsu Creative and will now also rely on the agency for the digital strategy of other brands in its portfolio. The expansion includes eight of the company’s brands and reflects a new phase in the relationship between the companies, built over years of collaboration with SAZÓN®, the leading brand of seasonings and powdered broths.

With the expansion of the partnership, Dentsu remains responsible for the SAZÓN® account and will now also work with brands such as AJI-NO-MOTO®, AJI-SAL®, SABOR A MI® Receita de Casa, Receita de Casa, HONDASHI®, and VONO®, in addition to the Ajinomoto Flavors Portal and corporate promotion campaigns.

This move is part of the company’s strategy to strengthen the presence and relevance of its brands in the digital environment, while deepening the integration between marketing, communication, brand building, and consumer engagement.

"The digital market demands agility, creativity, and a deep understanding of data—skills that Dentsu Creative has consistently delivered throughout our partnership. Following SAZÓN®’s impressive results in 2025, we decided to consolidate the digital management of a strategic portfolio under the agency’s leadership. “Our goal is to expand the success we’ve already achieved with the brand on BBB to other areas of our work, as well as explore new ways to tell the story and convey the unique flavor of our products to our consumers,” notes Eduardo Bonelli, Director of Retail Marketing and Sales at Ajinomoto do Brasil.

For Adriana Moucherek, Director of Communications, Food Service Marketing, Innovation, and Digital at Ajinomoto do Brasil, expanding the partnership with Dentsu will also help integrate brand campaigns, optimize resources, and amplify the synergy between the products in the company’s portfolio and the corporate brand. “With the unification of our digital efforts, we will have the opportunity to drive the strategy of bringing our retail brands even closer to the corporate brand through integrated and measurable actions on digital platforms,” adds the executive.

Dentsu, responsible for all of SAZÓN®’s strategic communications in Brazil, has also led the brand’s planning, creative, and media efforts on Big Brother Brazil since the program’s launch, managing all aspects of brand presence planning, sponsorship negotiations, and activation development.

In the latest season of the show, SAZÓN® saw a 258% increase in online engagement, a 324% rise in clicks on QR codes in the ads, and 39% more views on social media. For 2026, investment in the reality show has grown by 14%, cementing BBB as a key platform for connecting with consumers.

“Our relationship with Ajinomoto do Brasil has been built over 19 years of collaboration and results. This expansion of the partnership allows us to further deepen our strategic focus on the company’s portfolio and strengthen the brands’ presence in the digital environment,” says Tiago Vargas, CEO of Dentsu.